Abstract
This chapter draws upon a critical sociological approach to explore the presence of the 2023 FIFA Women's World Cup (2023 FWWC) in the city of Dunedin, Aotearoa New Zealand - which hosted six group-stage games over the course of 11 days. The chapter offers insights regarding the tensions surrounding the rhetoric and realities of promotional build-up events and subsequently the tournament itself. The hosting of the 2023 FWWC stimulated the mobilisation of a coalition of interests incorporating FIFA and its sponsors, the New Zealand Government (NZG), the Dunedin City Council (DCC), local media, and local football body (Southern Football) who found affinity in promoting and leveraging off the event within the city in intersecting ways. This coalition mobilised to develop facilities, promote the event, boost ticket sales, and assert its social benefits. The chapter offers a critical commentary regarding the presence of the 2023 FWWC within the city in light of the event slogan "Beyond Greatness", a catchphrase that FIFA posited to unite and inspire people through the power of the tournament. The chapter details some of the tension points and silences behind the omnipresent rhetoric of female empowerment and apparent inspiration of the 2023 FWWC through facilities development, tightly orchestrated promotional events, local media boosterism, and other leveraging around the event within Dunedin.